Profits In The Age Of An ‘Audience Of One’

An FT story on the fragmentation and nichefication of media, as digital media technologies proliferate. “The mass media don’t exist any more,” says Bob Liodice, chief executive of the US Association of National Advertisers.

Companies must adapt to consumer demand. Mr Wolf says: “If music lovers can burn a mixed CD with all their favourite songs on it, why can’t they order one custom-made? Why is there not easy access to out-of-print books straight from publishers, rather than forcing readers to buy used books? Why not give people the best TV shows of the previous week via video-on-demand?”

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